Advertising Trends in Thailand & Southeast Asia.
The Southeast Asia advertising market is valued at USD 32.46 billion in 2026 and is forecast to reach USD 63.89 billion by 2031 — with digital media leading growth at a 15.05% CAGR, outpacing every traditional format (Mordor Intelligence, 2026). Singapore holds the largest regional share at 32.45%, while Vietnam is growing fastest at a 15.9% CAGR. For brands advertising in Thailand and the wider region, five shifts matter most right now.
Advertising will be dominated by AI agents, personalized experiences and a shift to in platform conversions. In addition, brands must build creative intelligence, leverage creator content and navigate algorithm volatility for genuine connections with consumers. Key trends will include,
1: Programmatic Advertising Is Still Scaling, Not Peaking. Programmatic buying is projected to grow at a 15.15% CAGR across Southeast Asia through 2031, even though non-programmatic buying still held roughly 69% of ad spend as of 2025 (Mordor Intelligence, 2026) meaning there's still significant headroom for brands that haven't shifted budget yet. Regionally, programmatic buying activity concentrates around Bangkok, Jakarta and Ho Chi Minh City, tracking the region's major ad-tech and agency hubs .
2. Connected TV (CTV) Is Southeast Asia's Fastest-Growing Premium Channel. As streaming adoption accelerates across Thailand, Malaysia and Indonesia, CTV is opening new premium inventory that behaves like television reach with digital-level targeting and measurement. Regional infrastructure partnerships, including a 2025 tie-up between FreeWheel and Innity to streamline CTV and digital video buying across Southeast Asia and Hong Kong, signal continued investment in this channel (Mordor Intelligence, 2026).
3. AI-Driven Optimization Is Now the Default, Not the Differentiator. AI now underpins targeting, bidding and creative optimization across nearly every programmatic channel. The differentiator in 2026 isn't whether a brand uses AI-driven optimization — most do by default through their ad platforms, it's whether a brand's own content and campaign data are structured well enough for that AI to optimize against.
4. ChatGPT. Chat GPT helps with an infinite number of tasks. These include 1. Boosting productivity through task automation. Simplifying complex information. 3. Acting as a versatile tool for brainstorming and content creation. Providing instant, scalable customer support. 5. Offering personalized learning and advice. Moreover, all while being a cost-effective solution for individuals and businesses. Open AI is expected to introduce advertising in Chat GPT to monetize its free user base.
5. Short-Form Video Continues to Outperform Static Formats. Short-form video on TikTok and Reels continues to deliver stronger cost-per-engagement than static formats across Southeast Asia's mobile-first audiences, and campaigns that pair short-form with longer editorial or documentary-style sponsorship content are seeing stronger high-attention engagement from audiences seeking more than a six-second hook.
6. Ad Verification and Compliance Are Tightening. Thailand is introducing identity verification requirements for advertisers effective November 1, 2026, adding to a broader regional trend toward tighter compliance obligations (Mordor Intelligence, 2026). Brands running programmatic or CTV campaigns in Thailand should factor verification and compliance readiness into 2026-2027 media planning now, not at the point of a campaign delay.
7. Personalization. Personal content has become easier to achieve thanks to advances in data and AI technologies.
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